Retargeting Without Annoying Your Audience

Retargeting is among the most efficient ad spend available, and among the easiest to overdo. The line between helpful reminder and creepy pursuit is thinner than most advertisers think.

Cap frequency

Showing the same person your ad twenty times a day breeds resentment, not conversions. Set sensible frequency caps and respect them.

Segment by intent

A cart abandoner and a blog reader deserve different messages. Tailor the offer to how close the person actually is to buying.

Let people exit

Exclude recent purchasers and add burn pulses so audiences refresh. Nobody should see a 'come back' ad for something they already bought.

The takeaway

Retargeting works best with restraint. Relevance and frequency caps keep it effective without eroding your brand.